Vietnam is emerging as one of Southeast Asia’s most sophisticated e-commerce markets, driven by increasingly informed online shoppers who value quality, authenticity, and trust.
According to the 2026 eCommerce Savvy Shopper Report: Southeast Asia, 25% of surveyed online shoppers in Vietnam qualify as “savvy shoppers,” spending 44% more per month than the average consumer. Including shoppers who are close to meeting the criteria, the share rises to 47%.
Vietnamese consumers are becoming more careful about what they buy and whom they buy from. The report found that 91% of surveyed shoppers check product authenticity before making a purchase, while 59% spend more than half of their online shopping budget at official stores.
These findings point to a market where product quality, authenticity, transparency, and customer trust are increasingly important competitive advantages—not just price.
As online shopping habits mature, businesses have greater opportunities to build brands, strengthen digital sales channels, and reach customers more effectively. Long-term success, however, depends on delivering reliable products, providing accurate product information, and consistently meeting customer expectations.
Vietnam’s e-commerce market is evolving toward a stronger focus on trust and product quality. For businesses, success means more than reaching online shoppers—it means earning their confidence through reliable products and real value.
Source: VnEconomy – Phạm Vinh, October 7, 2026.
Original article: “Vietnam Emerges as Southeast Asia’s Second-Largest Savvy E-Commerce Market.”
